ABSTRACT
This chapter discusses theoretical and empirical work related to the association between concepts and valence and provides a few other related methods for assessing valence. It presents an overview of the logic of the most prominent of the indirect measures of valence—the implicit association test (IAT). The chapter examines the strengths and weaknesses of this approach. Despite its popularity, there are some significant methodological problems with using the IAT as an indirect measure of attitudes. The ability to measure the valence of items indirectly is a valuable addition to the set of research techniques for studying preferences. Despite the interest that these techniques have engendered, there are some fundamental issues that researchers should consider when using these measures. Indirect measures of attitudes can be a valuable addition to the toolkit of researchers in decision-making. To use them effectively, however, it is important to understand their strengths and weaknesses.
